Investigating Factors Affecting Gamification in Digital Marketing at Tehran Technical Complex

This study investigates the factors influencing gamification in digital marketing at Tehran Technical Complex. The primary aim is to identify and analyze the components that contribute to the success of gamification and enhance user engagement, customer experience, and organizational profitability. The research employed a mixed-methods approach, incorporating both qualitative and quantitative phases. In the qualitative phase, semi-structured interviews were conducted with experts and managers from Tehran Technical Complex, and the data were analyzed using grounded theory. In the quantitative phase, a researcher-designed questionnaire, informed by the qualitative findings, was distributed to 384 marketing professionals. The quantitative data were analyzed using structural equation modeling (SEM). The results indicated that user engagement, the digital environment, and profitability are the most critical factors affecting the success of gamification in digital marketing. Additionally, identifying customer behavior and managing customer experience were also significant. Organizational culture and specialization had a moderate impact, while environmental constraints and certain gamification elements showed a lesser influence compared to other factors. This study highlights that effective gamification design and the creation of interactive digital environments can significantly enhance user experience and organizational profitability. However, for sustained success, organizations must foster a culture of innovation and provide the necessary specialized infrastructure. The findings suggest that gamification should be implemented strategically, considering user needs and environmental conditions.